Auditing basics pdf

share tweet share pin it e-mail share Just as every website needs a redesign over time to look fresh and new, a marketer’s content requires similar tune-ups. As business and customer needs evolve, and search engines tinker with their algorithms and set new rules of engagement, conducting a regular audit of your content is both necessary and required. Our colleague Jasleen Kals joined executives from the Content Marketing Institute recently on a webinar to discuss the benefits of regular content audits. In this installment of Memo to the Modern Marketer, we’ve distilled some of that talk and supplemented it with additional content to offer our advice on how to conduct regular content audits in five easy steps. Before You Start: Establish Why You are Doing a Content Audit As with any marketing initiative, the purpose for your content audit should be focused and aligned with your content marketing strategy. That … [Read more...] about How to Conduct a Content Audit in Five Easy Steps

Let’s say you’re responsible for developing revenues from both traditional and non-traditional advertising. You work with a digital staff of talented people to create lead-generating Web-based content, or perhaps you are in e-commerce and sell products. Maybe you’re a brick and mortar with a website, or perhaps a pure-play Internet business with no physical storefronts. Regardless of whether you are a newspaper (publisher), e-commerce (products) or franchise (services) site, performing well within the SERPs will always lead to new customer acquisition. By identifying and optimizing all of your digital assets, you can reach all of your prospective new customers and maximize performance. The term “Digital Asset Optimization” (DAO) was first coined by my friend and longtime SEO, Lee Odden, back in July 2009. It ensures that we optimize content for all of our marketing collateral in all digital formats. The process involves the optimization of digital assets … [Read more...] about Optimizing Your Digital Assets To Boost Rankings & Branding

It’s a given that links and their anchor text, topical relevance, and content quality affect rankings in a major way. If you’re in a competitive niche, you’re going to need to do some industrial strength link analysis to ascertain what’s working and what isn’t, where the opportunities lie and where the landmines are hiding. That’s where an advanced tool like LinkResearchTools comes in. (Disclosure: I have no financial ties to the company, though they did grant me free access to their toolset for research on my book, The Art of SEO.) Step 1: Gather The Right SEO Metrics In contrast to other SEO tools, LinkResearchTools crawls all the data live and stores it in reports that can be accessed later. Although it takes a few minutes to perform the live crawl, the advantage to this approach is that it allows for a much higher number of SEO metrics than other tools that have to have all their data pre-cached. Some of the metrics available are the Moz … [Read more...] about Industrial Strength Link Analysis With LinkResearchTools

In 2016, the inevitable happened, and mobile overtook desktop as the primary device used to access websites. This didn't come as a huge surprise because, as far back as 2015, Google reported that more searches were conducted on mobile than on any other device category. In many industries, this may be conservative and, at the agency I head up in the UK, Bowler Hat, our B2C clients are seeing up to 85 percent of all site sessions conducted on mobile devices. Suffice it to say, mobile has well and truly arrived. Yet, while responsive design has been around for a while now and is fairly well-established, the majority of sites tend to fall down on usability. That is, the majority of sites are still built for desktop and then dialed back for mobile. That form-fill that was mildly annoying on desktop is an absolute pig on mobile. Even if it is responsive. This is not good enough in the mobile-first world we are racing toward in 2017. In this article, I am going to look at how you can ensure … [Read more...] about Mobile optimization as a competitive advantage

This post was sponsored by WebCEO. With digitalization, most organizations now conduct marketing and sales operations via online tools. Marketing automation platforms like Salesforce Pardot, Oracle Eloqua, SimplyCast, Marketo, and Hubspot need to provide SEO tools to help bring their customers’ websites a steady flow of organic keyword oriented traffic. Surprisingly, some of the above platforms are not currently offering SEO tools, or they don’t do so comprehensively. Besides SEO tools, another must-have for modern marketing automation platforms is the ability to provide Lead Generation Widgets, which provide free information or analysis in return for an email address. LeadGen for Digital Marketing Agencies WebCEO, one of the three leading SEO tool platforms (along with Moz and Raven), provides white label SEO tools for agencies to call their own, as well as a LeadGen widget specifically for use on digital marketing agency websites. This widget runs an express SEO Audit for … [Read more...] about Drive Lead Generation with Marketing Automation